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Newsletter Stories


Wednesday, 19 June 2019
Sustainable Brands: FSC Evolving in a Changing Market

June 18, 2019


In early June, FSC met sustainability leaders from across the globe at the 2019 Sustainable Brands conference in Detroit. The conference’s theme focused on how leading companies are meeting ever-growing consumer demand and redefining what it means to be a “leading” brand. FSC has partnered with Sustainable Brands for nearly a decade, using the event to engage companies on the importance and value of responsible forest product sourcing through FSC.

  • During the event, Chris McLaren, Chief Marketing Officer for FSC US, presented on the panel, “Making Sustainability Attractive through Influencers and Ambassadors of Sustainable Lifestyles” with representatives from Salter Baxter, S’well, Burt’s Bees, and the Guardian News & Media. Panelists compared experiences engaging social media influencers to popularize sustainability and drive consumer behaviors at scale.
  • Chris discussed FSC’s 2018 work involving social influencer and highlighted keys to success, including importance of storytelling, authenticity and ensuring creative latitude. Last year, FSC’s social influencer activation resulted in more than 8 million video views and engagements. FSC expects to leverage such approaches more and more to continue to build our brand and drive up the value of FSC for our certificate holders.
  • FSC hosted another successful dinner with new and existing partners, where the FSC team celebrated the 200th anniversary for one of our longest standing partners, Monadnock.
  • Also, during the Keynote session “Saving the World’s Forests: It’s Everybody’s Business,” Linda Walker of the World Wildlife Foundation (WWF) highlighted FSC and the importance of implementing leadership practices for forest conservation.